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Top 5 Website Tips for Insurance Agents

OCT. 19, 2020

A strong digital presence is key to standing ahead of your competitors in today’s business world. With potential customers increasingly turning to online resources to find an insurance agent, being prepared to meet them where they are can help keep you in the running with new prospects. The first step in legitimizing your agency as a trusted resource online is to create a website for your business. Use these website tips to help you expand your outreach and grow your agency.

1. Pick a Mobile-Friendly Platform

Your business website is often the first point of contact between your agency and new customers, so it is important that it is updated, easy to navigate, and mobile-friendly. There are a variety of content management systems that you can use to easily build an insurance agency website to fit your business needs.

CNET rates Wix as the best overall website builder1. I also have personal experience using Weebly and find their interface to be easy to navigate and simple to update.

Whichever platform you use to build your site, the most important thing is that it contains relevant information to your agency and is mobile-friendly. Also, be sure to purchase a domain name unique to your business to increase brand recognition.

Benefits of a mobile-friendly website

When your site is not optimized for mobile, it can almost be impossible for a customer to navigate. The text can be small, and it can be difficult for a user to zoom in to tap on menu options. When a website is optimized for mobile, images, text, and menu options are all sized correctly to be viewed on a mobile device. A Google study2 indicated that 74% of visitors are more likely to return to mobile-friendly websites, and 61% are likely to leave if a site is not. Further, 67% are more likely to buy at a mobile friendly website. This shows that if you want to win business, your site needs to be optimized for mobile.

Also, be sure to check that the web platform you’re using provides accessibility for people with diverse abilities so that you can reach a broad array of customers and meet regulatory and legal requirements in this space.

Once launched and mobile-friendly, regularly updating and maintaining your website is vital to growing trust between you and your customers.

2. Add a Clear Call to Action

When a potential customer is viewing your website, a call to action (CTA) is imperative to make sure they begin the buying process. A clear CTA button is essential to conversions and can improve the effectiveness of your website.  Adding a “Request a Quote” button in multiple places on your site can help a customer become more engaged as they think about getting a quote and preparing to buy.

Another type of suggested CTA is a “Subscribe” button. Encouraging website visitors to join your email list or follow your agency blog are great ways to step up your marketing efforts and keep customers engaged even after they leave your site. When using the “Subscribe” CTA, be sure to set up a subscription notification auto-response through your site so customers who subscribe know that you received their request and that the subscription service is active.

After you choose engaging text for your CTA buttons and have them placed in logical positions, make sure that they stand out by making them a contrasting color from the rest of the elements on the page. To make users click, CTA buttons need to attract their attention. Making them a contrasting color is one of the easiest and most effective ways to accomplish this and maximize on conversions5.

Nationwide works with our top partner agencies to offer Nationwide Express so that your customers can quote directly from your website. Ask your territory or sales manager for more information.

3. Optimize for SEO

Nationwide recently created a whitepaper detailing several ways to give your agency a boost in search engines. You could have the most well thought out website, but if you don’t utilize search engine optimization (SEO) best practices, it’s possible customers can still miss out on your site in their searches.

What is SEO?

SEO is the process of making your website more discoverable in search engines by understanding what people are searching for online, the keywords they’re using and the type of information they hope to find. Before you launch your website, be sure to optimize for search engines. This means adding page titles, location keywords, meta descriptions, and creating a custom 404 error page. Certain website builders like Wix have features that can assist with SEO. View these additional SEO tips for insurance agents.

4. Create an About Page

Another important aspect of your website is your About page. This page gives potential customers key information about your company and is the first introduction to your brand. This page should function as a way to tell customers why they should buy from you, without them even having to ask.

Along with providing your business address and phone number, be sure to provide links to your social media pages or follow the best practice of embedding these feeds into your page layout. This allows customers to easily view your social media updates directly from your website without having to log into their own social media pages first.

Your About page should also include some personal touches, such as how many years you have been an insurance agent and what sets you apart from your competitors. Including a professional photo of yourself on this page further encourages trust and legitimacy in a new customer’s first impression of your agency.

5. Add Testimonials and Reviews

According to a Google Consumer Insights study, 88% of consumers have been influenced by an online review4. Adding client testimonials and reviews to your website is one of the best ways you can establish your credibility as an agent. There are a number of ways you can collect reviews for your business—including signing up for a customer engagement software like Listen360, encouraging customers to post Google reviews, or collecting testimonials directly through email. Since Google reviews are often the first reviews customers see after searching for your agency, it can be impactful to request that customers provide a review through a short URL that is unique to your business.

Here are a few Google Reviews Best Practices3:

  • Remind your customers to leave reviews. Let them know that it’s quick and easy to leave business reviews on mobile devices or desktop computers.
  • Reply to reviews to build your customers’ trust. Your customers will notice that your business values their input, and possibly leave more reviews in the future. You can also create and share a link that customers can click to leave a review.
  • Verify your business. Verify your business so your information is eligible to appear on Maps, Search, and other Google services. Only verified businesses can respond to reviews. Learn how to verify your business.

It’s an increasingly digital world and, now more than ever, the future of your business relies on a world-class, industry-leading website. You’re the best of the best – make sure your website communicates that to customers.